EFFECT OFSTORE ATMOSPHEREDIMENSIONS ON CONSUMER REPURCHASE INTENTION
(CASE STUDY IN CHANDRA SUPER STORE TANJUNG KARANG)
By
NERISSA ARVIANA
Store Atmosphere became one of the important factors for consumers when shopping for convenience as well be one of the considerations of consumers when choosing a store that will be choose. To create a comfortable atmosphere of the store it will needed some dimensions, such as dimensions cleanliness, music, scent, temperature, lighting, color and display or layout. Chandra Super Store is one of famous retail shop in Bandar Lampung that growing over time.
Problems in this research is whether the dimensions of cleanliness, music, scent, temperature, lighting, color and display or layout has an influence on the consumer repurchase intention. The purpose of this study was to determine the effect of the dimensions of store atmosphere has an influence on consumer repurchase intention. The object of this research is Chandra Super Store Tanjung Karang. The research design is used descriptive verification. This research used multiple linear regression analysis. To view the contribution of each independent variable partially used t test and for hypotesis testing use F test.
The results of this research shows that the contribution of variable dimensions of store atmosphere(X) have a role in influencing variable Y (consumer repurchase intention) was 53% and the rest is influenced by other variables. And t test results found that the variable dimensions of the store atmosphere (X), namely cleanliness, music, scent, temperature, lighting, color and display or layout affect consumer repurchase intention (Y).
The advice given by this research Chandra Super Store Tanjung Karang should improve variable dimension of scent. Chandra Super Store Tanjung Karang should put an automatic parfume periodically with a scent that could make the consumers relax when shopping, at some point in the store so that the scent in Chandra Super Store is fragrant and scented and can make consumer repurchase intention increasing in Chandra Super Store.
EFFECT OF STORE ATMOSPHERE DIMENSION ON CONSUMER REPURCHASE INTENTION
(CASE STUDY IN CHANDRA SUPER STORE TANJUNG KARANG)
(Undergraduate Thesis)
By
NERISSA ARVIANA
FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF LAMPUNG
EFFECT OF STORE ATMOSPHERE DIMENSIONS ON CONSUMER REPURCHASE INTENTION
(CASE STUDY IN CHANDRA SUPER STORE TANJUNG KARANG)
By
NERISSA ARVIANA
Store Atmosphere became one of the important factors for consumers when shopping for convenience as well be one of the considerations of consumers when choosing a store that will be choose. To create a comfortable atmosphere of the store it will needed some dimensions, such as dimensions cleanliness, music, scent, temperature, lighting, color and display or layout. Chandra Super Store is one of famous retail shop in Bandar Lampung that growing over time.
Problems in this research is whether the dimensions of cleanliness, music, scent, temperature, lighting, color and display or layout has an influence on the consumer repurchase intention. The purpose of this study was to determine the effect of the dimensions of store atmosphere has an influence on consumer repurchase intention. The object of this research is Chandra Super Store Tanjung Karang. The research design is used descriptive verification. This research used multiple linear regression analysis. To view the contribution of each independent variable partially used t test and for hypotesis testing use F test.
The results of this research shows that the contribution of variable dimensions of store atmosphere(X) have a role in influencing variable Y (consumer repurchase intention) was 53% and the rest is influenced by other variables. And t test results found that the variable dimensions of the store atmosphere (X), namely cleanliness, music, scent, temperature, lighting, color and display or layout affect consumer repurchase intention (Y).
The advice given by this research Chandra Super Store Tanjung Karang should improve variable dimension of scent. Chandra Super Store Tanjung Karang should put an automatic parfume periodically with a scent that could make the consumers relax when shopping, at some point in the store so that the scent in Chandra Super Store is fragrant and scented and can make consumer repurchase intention increasing in Chandra Super Store.
REPURCHASE INTENTION
(CASE STUDY IN CHANDRA SUPER STORE TANJUNG KARANG)
Researcher NERISSA ARVIANA
Undergraduate Thesis
As One of Requirements to Achieve BACHELOR OF ECONOMICS
In
Management Department
Faculty of Economics and Business University of Lampung
FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY OF LAMPUNG
Researcher was born on October 9th, 1994 in Jakarta, Indonesia. The first child of two children from Usman Alfian and Yuda Sukmarina.
Researcher started formal education in 1998 at TK Islamic Village, Tangerang. In 2000, researcher continued study to Islamic Village elementary school,
Tangerang. In the middle of 2006, researcher continued to junior high school at SMP N 89 Jakarta. In 2009, researcher get accepted in SMA N 65 Jakarta.
“If you doing well, it's actually for yourself”
...
Alhamdulillah all praise to Allah SWT for the strength and his blessing in completing this undergraduate thesis. I dedicate this undergraduate thesis to:
My Mother and My Father, Usman Alfian and Yuda Sukmarina Mom Dad thank you for all the sacrifices that you've given to me, thank you for
patienly taking care of me until I have grown until today, thank you for being perfect parents for me, mom and dad thank you for alwaysmotivating, cheer me
up and always pray for me.
O Allah, give me a chance to prove to them that all the sacrifices they have given so far is not vain to make me a successful person in the future, and it can make
them happy and proud of me. For My Brother, Nizariansyah
Thank you bro for all the prayers, support, and encouragement that has been given so far to me and always be there for me. Hopefully we can make mom and dad
proud of us later.
For My friends,thank you for all the help, prayers, motivation, advice that you have given me. All memories will be a wonderful story forever. May our
Alhamdulillahirobbilalamin, Praise to ALLAH SWTwho has been giving out mercy, guidance, and His good pleasure. This undergraduate thesis is still far
from perfection, for it I apologize for any shortcomings.
This undergraduate Thesis entitled "Effect of Store Atmosphere on Repurchase Intention (Case Study in Chandra Super Store Tanjung Karang)”.This
undergraduate thesis is one of the requirements to complete the study on the
management bachelor program at the Faculty of Economics and Business,
University of Lampung.
In writing this undergraduate thesis, the author realized a lot of difficulties. Thanks for help, guidance, encouragement, and suggestions from various parties. In this chance, I would like deeply thanks to:
1. Allah SWT, for providing guidance mercy and His blessings and allow the researcher completed this undergraduate thesis.
2. Family, Sidi Yusuf, Siti Ida, Embay Husna, my mom Yuda Sukmarina , my dad Usman Alfian and my brother Nizariansyah, thank you for all the prayers and support of you all this time so I can finished this
undergraduate thesis.
3. Mr. Prof. Dr. H. Satria Bangsawan, S.E., M.Si. as the Dean of Faculty of Economics and Business, University of Lampung.
4. Mrs. Dr. Rr. Erlina, S.E., M.Si. as Head Program of Management
Department Faculty of Economics and Business University of Lampung. 5. Mrs. Yuningsih, S.E., M.M. as Secretary Program of Management
Department Faculty of Economics and Business University of Lampung. 6. Mrs. Aida Sari, S.E., M.Si. as my Advisor Lecture who always giving
advice, guide me patiently and also supprort me during the process of my undergraduate thesis, so that I can finished it.
7. Mrs. Faila Shofa, S.E., M.S.M. as My Co-Advisor who already give his time to discuss about my undergraduate thesis, giving advice, guide me patiently, and also supprort me during the process of my undergraduate thesis, so that i can finished it.
8. Mr. Aripin Ahmad, S.E., M.Si. as my Examiner who always availability gives time, knowledge, guidance, suggestions and criticism for this research to make this undergraduate thesis better.
9. Mr. Driya Wiryawan, S.E., M.M. as my education advisor who always give an advise for my study plan.
10. All the lecturer at the Faculty of Economics and Business, University of Lampung, thank you for giving knowledge and guidance in my time in the Faculty of Economics and Business, University of Lampung.
11. All the staff in Faculty of Economics and Business, University of Lampung.
thanks always be there for me. Hopefully we can be successful in the future.
13. Wanita Muslimah, Laras, Winy, Dinda, Hesta, Pipit and Firstiana, thank you for patiently listening to my complaints, thank you a lot of
encouragement and motivation for this.
14. My Bilinguall Class batch 2012, Marlia, Ayu, Reza, Fadil, Kemas, Ikke, Lele, saput, Dona, Citra, Brenda, Kautsar, Dirga, Abe, Elisa and Lia Hermanto, thank you for all the thoughts, laughter and support that given to me, I will never forget with all the experience of joy and sorrow that we have ever experienced in this last 3 years
15. Mia, Sella, Astri, Sindy, Adriana, Elsa, Fanny, Zelta thank you for always supporting me and gave me the passion in doing this thesis. Thank you for already expelled my loneliness during this time, thank you always take the time to become my travelling friends, thank you also for all the support over the years.
16. Management Batch 2012, Rama, Nanda, Warits, Sony, Ardi, Mita, Anyi, Yafie, Judith, Any, Diba, Fida, Heylin, Rian, Ilal, Gio, Malik, Finko, Novi, Selvi, Puput, Delon, Nature, Lutfi and others who can not mention one by one. Thank you friends.
18. My Presidium EEC 2014/2015 period, Iin, Yunita, Kiky, Elia, Hanum, Pandu, Ageng, Sony, Kahfi, Nizar, Asri, thank you for the experience that made me learn a lot of things.
19. Who helped me in completing this undergraduate thesis that can not be listed one by one, Thank you everyone.
Finally, this undergraduate thesis is still far from perfection. Little hope that this paper can be useful for all of us. Amin.
Bandar Lampung, April 21th2016
CONTENT LIST
Pages ABSTRACT
ACKNOWLEDGEMENT... i
CONTENT LIST... v
TABLE LIST ... viii
FIGURE LIST ... ix
ATTACHMENT LIST... x
CHAPTER I INTRODUCTION 1.1 Background ... 1
1.2 Problem Formulation... 9
1.3 Objectives Research ... 10
1.4 Benefit Research... 11
CHAPTER II LITERATURE REVIEW, FRAMEWORK, HYPOTESIS 2.1 Definition of Marketing ... 13
2.2 Retail ... 14
2.2.1 Definition of Retail ... 14
2.2.2 Function of Retail ... 14
2.2.3 Various Type of Retail ... 15
2.3 Service ... 19
2.3.1 Definition of Service ... 19
2.3.2 Flower of Service ... 19
2.3.3 Characteristics of Service... 21
2.4 Store Atmosphere... 22
2.4.1 Definition ofStore Atmosphere ... 24
2.4.2 Element of Store Atmosphere ... 24
2.5 Consumer Behavior ... 35
2.6 Repurchase Intention ... 38
2.7 Previous Research ... 40
2.8 Framework ... 41
2.9 Hypotesis ... 45
CHAPTER III RESEARCH METHOD 3.1 Research Design ... 46
3.2 Operational variabels ... 46
3.3 Population and Sample ... 49
3.3.1 Population ... 49
3.3.2 Sample ... 49
3.4 Data Collection Techniques... 50
3.5 Type of Research dan Data Souces. ... 51
3.6 Methods of Data Analysis ... 52
3.7 Analysis Tools ... 54
3.8 Normality Test ... 55
3.9 Statistical Hypotesis Testing ... 55
3.9.1 Overall Hypotesis Testing ( F Test) ... 55
3.9.2 Partial Hipotesis Testing (t Test ) ... 56
3.9.3 The coefficient of determination R2 ... 56
CHAPTER IV. RESULT AND DISCUSSION 4.1 Characetristics of Respondents Description ... 57
4.1.1 Characetristics of Respondents Based on Visits Over 1 Last Month in 2016 ... 57
4.1.2 Characetristics of Respondents Based on Gender... 58
4.1.3 Characetristics of Respondents Based on Age... 59
4.1.4 Characetristics of Respondents Based on The Last Education Background ... 59
4.1.5 Characetristics of Respondents Based on Job... 60
4.1.6 Characetristics of Respondents Based on Monthly Expenditure ... 61
4.2 Validity and Reliability Test ... 62
4.2.1 Validity Test... 62
4.2.2 Reliability Test ... 63
4.3 Qualitatitve Data Analysis ... 64
4.3.1 Results of Respondents Answer on Dimension Cleanliness (X1) ... 65
4.3.2 Results of Respondents Answer on Dimension Music (X2) ... 67
4.3.3 Results of Respondents Answer on Dimension Scent (X3) ... 70
4.3.4 Results of Respondents Answer on Dimension Temperature(X4)... 71
4.3.5 Results of Respondents Answer on Dimension Lighting (X5) ... 73
4.3.6 Results of Respondents Answer on Dimension Color (X6) ... 76
4.3.7 Results of Respondents Answer on Dimension Display or Layout (X7) ... 77
4.3.8 Results of RespondentsAnswer on Dimension Repurchase Intention(Y)... 80
4.4 Quantitative Data Analysis ... 81
4.4.1 Regression Analysis ... 81
4.6 Hypotesis Testing... 86
4.6.1 Hypotesis Testing in Overall( F Test)... 86
4.6.2 HypotesisTesting in Partial (t Test) ... 87
4.6.3Deetermination Coefficient Test (R2Test) ... 88
CHAPTER V. CONCLUSIONS AND RECOMMENDATION 5.1 Conclusions... 89
5.2 Suggestions ... 90
5.3 Limitation of Research... 91
TABLE LIST
Table Page
1. Data of Competition Retail Modern Hypermarket type in Bandar
Lampung 2015 ... 2
2. Data of Sales Growth Changes in Chandra Super Store 2011 -2015... 7
3. Data of Consumer Growth Changes in Chandra Super Store 2011-2015 . 8 4. Previous Research ... 40
5. Operational Variable ... 47
6. Scale Measurement ... 51
7. Percentage of Respondents Based on Visits Over 1 Last Month in 2016 . 57 8. Percentage of Respondents Based on Gender ... 58
9. Percentage of Respondents Based on Age ... 59
10. Percentage of Respondents Based on Latest Education ... 59
11. Percentage of Respondents Based on Job Respondents ... 60
12. Percentage of Respondents Based on Monthly Expenditure ... 61
13. Validity Test Results ... 62
14. Reliability Test Results ... 63
15. Results of Respondents Answer on Cleanliness Dimension (X1) ... 65
16. Results of Respondents Answer on Music Dimension (X2) ... 67
17. Result of Respondents Answer on Scent Dimension (X3) ... 70
18. Results of Respondents Answer on Temperature Dimension (X4) ... 71
19. Results of Respondents Answer on Lighting Dimension (X5) ... 73
20. Results of Respondents Answer on Color Dimension (X6) ... 76
21. Results of Respondents Answer on Display or Layout Dimension (X7) .. 77
22. Results of Respondents Answer on Repurchase Intention Dimension (Y) 80 23. Regression ... 82
24. Normality Test Result ... 85
25. Results using F Test ... 86
26. Testing Hypotheses Effect of variable X to variable Y ... 88
27. Coefficient Determination Results ... 88
FIGURE LIST
Figure Page
ATTACHMENT LIST
Attachment 1 Quetionnaire
Attachment 2 30 Respondents Answer Attachment 3 Validity Test Result Attachment 4 Reliability Test Result Attachment 5 160 Respondents Answer
Attachment 6 Respondents Characteristics Result Attachment 7 Frequency of Respondents Answer Attachment 8 Regression Testing Result
Attachment 9 Normality Test Result
I. INTRODUCTION
1.1 Background
In the era of globalization and today’s world trading activity, there is competition
going on in marketing of products or services. Marketing activity has a very important role in the business world, remember orientation to the consumers. The state of the business world dynamic changes in line with changes in consumer tastes and changes in the environment and surroundings. Needs of consumers are becoming increasingly then it make a business opportunities.
Business opportunities that are obtained today are not only oriented towards profit. Active marketing oriented to customer used more by business people, although this requires the business people to define the needs and desires of the consumers point of view. Bandar Lampung is one of the fast growing cities in Indonesia (Lampost.co, 10/1/2016 / 3.00). As the city continues to grow, the rate of economic growth and technological change as well as current information even more quickly, the market is increasing dynamically, requiring business people to constantly improvise and innovate in maintaining the customers. This has become one of the driving factors of the creation of intense competition in the
Intense competition among retailers with accompanying changes in consumer behavior needs to be observed and understood by the retail business people. The higher and competitive competition among retail business people takes planning strategies to seize and keep their market share including the consumer repurchase intention. According to Utami (2006: 4) Retail is also a device of business activities that do adding value to the products and services of sales to consumer for use or consumption of individuals and families, and definition for hypermarket itself is combine some store type. This store sales more routine product that consumers buy like household things, furniture, outfit, and others. Competition of modern retail Hypermarkert types in the Bandar Lampung can be seen in table 1.
Table 1. Data of Competition Retail Modern Hypermarket type in Bandar Lampung 2015
Company name Address Target Market
Chandra Super
Store Jl. Hayam Wuruk, Bandar Lampung 36.70%
Hypermart
Jl. RA Kartini 62 Central Plaza Bandar
Lampung 35.40%
Giant
Jl. Pangeran Antasari Sukarame, Bandar
Lampung 27.90%
Source: Disperindag Bandar Lampung, 2016
Based on table 1, the target market of Chandra Super Store is in
the highest position among its competitors with the percentage of 36.70%,
The important thing in choosing the store that will be visited, consumers will choose the store which have completeness of the goods in the store, attractive price, the layout of the store, cleanliness and other factors that allow consumers to choose the store and visit the store regularly to meet their needs.
One of the ways to win the competition and maintain market share is to create something different. Distinction is needed because any other businessesmust have found similar product with little price. Continued innovation that can be taken as a characteristic that makes it different from other business people is with
storeatmosphere aspect. Store atmosphere can be a reason for consumers to be interested and choosethe store that they will visit and buy from. It's described by Levy and Weitz (2001: 556) "Customer purchasing behavior isalso influenced by the store atmosphere” This thing makes the consumer choose a store and make a purchase. Attract consumers is one of the initial goals and then certainly aims to stimulate consumer desire to buy (Putri at. al, 2014: 2).
Store atmosphere offered by producers, if it has positive respect by the consumer, will get a big chance for the places to be visited. According to Levy and Weitz (2001: 530) atmosphere refers to the design of the environment through visual communication, lighting, color, music, and scents that stimulate customer
perceptually and emotionally, and ultimately affecttheirbuyingbehavior.Appraisal orconsumer response to interesting store atmospherewill affect consumer
Store atmosphere not only influencespurchasing decisions, but also influences customer satisfaction. Store atmosphere is also a combination of emotional things(Putri at. al, 2014: 2). According to Mowen and Minor (2002: 139) store atmosphere influences shopper emotional condition, which can be pushed to increaseor reduce spending in shopping. The impact of the storeatmospherecould create the impression that will increasebuyers’purchase or just buy enoughand
leading to possibility notreturning again to purchase at the store. Based on that reason, retail business is not only about price but involves other variables related to the value on the customer shopping experience. Scope of store
atmospherebased on journal of Hussain and Mazhar (2015 : 36 ) is cleanliness, music, scent, temperature, lighting, color, display or layout.
a. Cleanliness
According to Banat and Wandebori, cleanliness is the appearance of the retail chain outlet that improves the atmosphere which affects the customers feeling towards the outlet. Customers create positive or negative word of mouth about retail chain outlet bylooking at the cleanliness, (Hussain and Ali, 2015: 36), Gajanayake and Surangi states that cleanliness can improve store atmosphere (Hussain and Ali, 2015: 36).
b. Music
According to Banat and Wandebori, music can be defined as a pleasant sound
that impacts consumers’ conscious and unconscious decisions (Hussainand
increasing sales of the retail outlets. According to Holbrook and Anan, Pleasant music isassociated with longer consumption time (Hussain and Ali, 2015: 36).
c. Scent
According to Banat and Wandebori, presence or absence of scent in the retail chain outlets has noticeable impact on the consumer purchase intention. Scent is a pleasant fragrance that influences customer mood and emotions which make the customers stay moretime and feel excited (Hussain and Ali,2015:36).
d. Temperature
Lam stated that temperature at retail outlet is among those atmospheric variables that greatly impact the consumer purchase intention. Extreme temperature—very low or very high—creates negative feelings among customers; it leads to dissatisfaction among the customers and consequently, customers spend less time in outlet and produce negative word of mouth (Hussain and Ali, 2015: 36).
e. Lighting
According to Mehrabian and Albert lighting is used to highlight products. It creates excitement and has a positive impact on consumer purchasing behavior ( Hussain and Ali, 2015: 36).
f. Color
has greatimpact on the consumer’s perception about the
merchandise(Hussainand Ali, 2015: 37).
g. Display or Layout ( Display or Layout )
According to Abratt, Russell, Goodey, and Stephen, products in the retail chain outlets should be displayed in such a way that attracts the consumers. Product display in the retail outlets is a stimulus to attract the consumers to make impulsive buying. (Hussain and Ali, 2015: 37).
Likewise with one retail shop in Bandar Lampung, that is Chandra Super Store, which isoneof theshopping centers inBandar Lampung. Chandra Super Store also has seven dimensions that have been alreadymentioned.Chandra Super Store has a large pand spacious place, cleanlinessmaintained by ISS, and various indoors colors.For example, on Christmas, Chandra Super Store will make their color in the store dominated by red, nice bright lighting intheir stores.
ChandraSuper Store is also facilitated with music. Music that are usually played are Lampung songs and national pop songs. The visitors can’tfeel the scent if they enter Chandra Super Store, also the layout of the inter-rack is also large enoughsovisitors do not feel cramped in selecting a product. It also has cool atmosphere, cold rooms that coming fromcentral air conditioner set at 16º C that can make consumers feel comfortable.
Chandra Super Store divide sales display based on the categories of products. The first floor consists of consumer products, such as food, beverages, daily
product sales that are for sale. Chandra Super Store i located in strategic location in Bandar Lampung, consisting of more shopping centers and hundreds of
supporting businesses in the form of shop or market, where people's needs can be met from this complex, and Chandra Super Store store becomes one of the
society’s first choice for their daily needs . In Tanjung Karang, Bandar Lampung,
Chandra Super Store is one of the biggest retail store.
Repurchase intention is re-purchasing activities carried out more than once or several times. The data Chandra Super Store sales growth in 2010 -2015 will be shown in Table 2.
Table2. Dataof Sales Growth Changes in Chandra Super Store 2011 -2015 Year Sales (in million rupiah) Percentage
2010 207.000
2011 208 800 0.87%
2012 210 600 0.86%
2013 216,000 2.56%
2014 225.000 4.17%
2015 234,000 4.00%
Source: Chandra Super Store, 2016
Figure 1. Data of Sales Growth Changes in Chandra Super Store2011 -2015 Source: Chandra Super Store 2016
Based on table 2, it can be seen that sales growth of Chandra Super Store
are fluctuative. In 2014 to 2015 growth in Chandra Super Store sales decreased by 0.00%
2.00% 4.00% 6.00%
2011 2012 2013 2014 2015
P
Data Perubahan Pertumbuhan Penjualan Chandra Super Store 2011 -2015
1.7% whereas the year 2013 to 2014 shows quite dramatic increase from 2.56% to 4.17%.
Table 3. Data of Consumer Growth Changes in Chandra Super Store2011-2015
Year Number of people Percentage
2011 650 800 1.69%
2012 660 324 1.46%
2013 678 875 2,81%
2014 702 800 3.52%
2015 712 350 1.36%
Average 673 920
Source: Chandra Super Store, 2016
Figure 2. Data of Consumer Growth Changes in Chandra Super Store 2011-2015
Source: Chandra Super Store, 2016
Based on table 3 shows that the number of consumers in the Chandra Super Store also fluctuate, which in the year 2014 to 2015 the growth of the number of customers decreased by 2.16%. The fall in the percentage growth of
ChandraSuper Store Tanjung Karang can be caused by several factors such as the number of competitors in retail stores that have entered into Bandar Lampung,
0.00%
2011 2012 2013 2014 2015
A
Data Perubahan Pertumbuhan Konsumen Chandra Super Store 2011-2015
such as Giant, Hypermart, and also mini markets like Alfamart and Indomaret in Bandar Lampung.
Chandra Super Store Tanjung Karang is one of the retail stores thatis already quite well known by the public of Bandar Lampung, so the store should be able tocreate astore atmosphere that is comfortable and supportive for consumers while
shopping so it will ultimately make consumers interested in shopping back to ChandraSuper StoreTanjung Karang to make repeat purchases. By seeingthe problems described above, the researcher aims to do research about the store atmospherein Chandra Super Store as one of the factors that allow consumers to shop again in Chandra Super Store and also to meet the demands and needs of consumers about comfortable store atmosphere . In light of and in accordance with the issues that have been described, the title that will be used is"Effect of Store Atmosphere Dimension on Consumer Repurchase Intention (Case Study in Chandra Super Store Tanjung Karang) ".
1.2 Problem Formulation
Based on the research background, it shows that competition between retail stores, especially hypermarket types is getting tight. It is a reference for Chandra Super Store in determining a strategy to maintain its customers, by presenting a good atmosphere and comfortable when consumers visit and consume products, they are expected to give a good impression that will have an impact on repurchase intention.
atmosphere is to create convenience for consumers. Based on these descriptions, the problems are defined in this study as follows:
1. Does the cleanliness affect consumer repurchase intentioninChandraSuperStore?
2. Does the music affect consumer repurchase intention in Chandra Super Store? 3. Does the scent affect consumer repurchase intention in Chandra Super Store? 4. Does the temperature affect consumer repurchase
intention inChandra SuperStore?
5. Does the lighting affect consumer repurchase intention in ChandraSuperStore? 6. Does the color affect consumer repurchase intention in Chandra Super Store? 7. Does the display or layout affect consumer repurchase
intention in ChandraSuperStore?
1.3 Objectives Research
The purpose of this research are:
1. To determine the effect of cleanliness towards consumer repurchase intentioninChandra Super Store.
2. To determine the effect of music towards consumer repurchase intention inChandra Super Store.
3. To determine the effect of scent towards consumer repurchase intention inChandra Super Store.
5. To determine the effect of lighting towards consumer repurchase intentioninChandra Super Store.
6. To determine the effect of color towards consumer repurchase intentioninChandra Super Store.
7. To determine the effect of display or layout towards consumer repurchase intention in Chandra Super Store.
1.4 Benefits Research 1. Practical benefits
a. For companies
This research is expected to help the company get an overview of influence store atmosphere in consumer repurchase intention. b. For Academic
Research result is expected to enrich knowledge and objects issues studied in the marketing research.
c. For others
The results of the research can provide the initial information and additional references for further researches that discuss the same topic.
2 Academic Benefit
3. Researcher Benefit
II. LITERATURE REVIEW, FRAMEWORK, HYPOTHESIS
2.1 Definition of Marketing
Marketing is an overall concept on a range of marketing activities included in one marketing system. Marketing is one of the main thing by employers in their efforts to maintain survival, to grow and make a profit. To clarify understanding of marketing, then this some opinions of experts in marketing. Marketing is the process of society when individuals and groups obtain what they need and want by creating, offering, and freely exchanging products and services of value with others, (Kotler and Keller, 2009: 5).
Marketing is the activity that aimed to achieving corporate goals must be
achieved by anticipating customer or client needs and directing the flow of goods and services that meet the needs of customers or from the
manufacturer, (Cannon, Perrcault and McCarthy, 2008: 8)
Furthermore, according to American Marketing Association in Kotler and Keller (2009: 5), marketing is one of the organization function and set of processes for creating, communicate, and give the value to the customer and for managing customer relationships with get the profit for the organization and
can be concluded that marketing is an activities that the company do to achieve their goal or make a profit.
2.2 Retail
2.2.1 Definition of Retail
Retailing includes all activities in selling goods or services directly to end users for personal and non-business purposes. Retailers or retail store are all business entities that their sales volume mainly came from sales of retail (Kotler, Keller, 2009: 140), while according to Berman and Evans (2004: 4)retailing
encompasses the business activities involved in selling goods and services to
consumers for their personal, family,or household use. It includes every sale to the
final consumer. Retailing is the last stage in the distribution process.
According to Gilbert (2003: 6), retail is "all business enterprises to direct marketing capabilities to satisfy the end consumer based organizations selling goods and services as the core of the distribution". According to Utami (2006: 4) retail is also a device of business activities that do adding value to the products and services of sales to consument for use or consumption of individuals and families. Based on the definition above, it be concluded that retail is a businesses that trade in goods directly to the final consumer and not traded back.
2.2.2 Function of Retail
1. Providing various types of products and services
Consumers always have the option itself to various types of products and services. For that, in its function as retailers, they try to provide a wide range of products and services that consumers need.
2. Breaking bulk
Breaking bulk here means splitting several product sizes
become smaller, which eventually make a profit for producers and consumers.
3. Storage inventories
The main function of retail is to maintain the supply that existing ones, so that the product will always be available when consumers want it.
4. Service providers
Retail also can delivering the product to the place that close to the
consumer, provide services that enable consumers to purchase and use the product, or offer credit so that consumers can have the product
immediately and pay later.
5. Improving value of products and services
With the types of goods or services, then for customer activities that may need some stuff.
2.2.3 Various Type of Retail
Based on Utami, (2006: 10) various type of retail are two types: a. Store Retailing
1. Specialty Store
Specialty stores is concentrate on a limited category of products with a high service level. These types of stores more specifically in accordance with the merchandise sold.
2. Department Store
Department store is a kind of retail that selling wide variety of products and various types of products using staff like customers service and sales promotion girl or boy. Purchases are usually performed on each part in the shopping arena.
3. Conveniene Store
This shop has a variety and a limited product types with the size is relatively small and is usually defined as a mini supermarket selling only a limited line of products and turnover is quite high.
4. Super Store
Super store is a retail store with store size almost twice as large as supermarket usual and sells a broad range of products consisting of food and non-food products that are regularly bought by consumers. 5. Combination Stores
Stores that its activities selling food and medicine. 6. Hypermarket
purchased by consumers such as household appliances, furniture, clothes, and others.
7. Discount Stores
Types of retail selling most varieties of products with limited service and low prices. Discount stores sell products with a label or brand itself. 8. Houses Exhibition Catalog
Type of store sells a wide range of high mark-ups with leading brands at discounted prices. Catalog showrooms earn money by cutting costs margin to provide a low price that will attract high-volume sales.
b. Non-Store Retailing
Non store retailing is retail store that the products are not displayed. There are some types of non store retailing store: telemarketing, internet marketing, direct selling, direct marketing, multi level marketing. In non store retailing, sales promotion, direct marketing, and advertising are instrumental attract potential buyers.
1. Electronic Retail
Format retail business uses communication with customers about products, services, and sales via the internet in order to achieve broad
consumer coverage. 2. Catalog
by selecting merchandise that will inform a limited basis in the form of catalog to the special consumer.
3. Direct sales
An interactive marketing system that uses one or more advertising media to generate responses or transactions that can be measured at a location of the sale.
4. Television Home Shopping
Retail formats through television. Customers will see the TV
program aired merchandise product demonstrations and relaying messages by telephone.
5. Vending Machine Retaiing
Is a non-store format that stores goods and services on a machine and deliver goods to customers where customers insert cash or credit card into the machine.
Chandra Super Store is a supermarket that already famous in Bandar Lampung, because this shop providing daily products like food and household
supplies. Based on the explanation of kind of retail, it can be concluded that Chandra Super Store entry into store retailing because there is a place for showcase the products regularly and store is also included into the type of
2.3 Service
2.3 .1 Definition of Service
Service proposed by Kotler and Keller (2009: 36) are all actions or performance that can be offered one side to the other side that is essentially intangible and does not produce any ownership. The production can be or not can be relevant to the physical product. Nevertheless, more manufacturers, distributors, and resellers who provide value-added services, or do the excellent service to the customer, to differentiate themselves.
The conclusion of the definition of services is an action that is not visible but can be felt and be one of the factors that can determine consumers' assessment of a business or enterprise.
2.3.2 Flower of Service
Services is an economic activity that create value and provide benefits to customers in time and place, as a result of bringing the desired changes in or on behalf of the service recipient. (Lovelock, 2005: 190).
Additional services that facilitate
1. Information, information is crucial in service provider. Provide information that is clear, complete, and accurate can be a force in a service. For example, train and plane schedules, assistance to locate a particular retail outlet, through to information about the services of professional Integration. There are some information in each aisle about product layout in Chandra Super Store.
2. Order taking, acceptance of orders includes the application, charging order, and resevation or check-in. Reservations (including the making of appointments and check in) represents the type of reception special orders that require customers to get spesific service units .Example, aircraft seats, tables in restaurant, hotel rooms, consultation to an expert or to facilities such as a theater or a sports arena.
3. Billing, billing is a very common thing for all the services (except services supplied free). Billing inaccurate, illegible or incomplete have own
disappointing risk for consumenr. Better billing is if it is clear and informative billing and itemized so obvious calculation amount. Billing can been seen when the consumer already in cahsier, in cashier it will show clear detail about the product that the consumer already bought. 4. Payment, the bill requires the customer to make payment for services that
Additional services that strengthen
5. Consultation, engagement in dialogue to know the needs of its customers, then develop solutions accordingly This service also provide in Chandra Super Store in Customer Service.
6. Hospitality, service providers capable to give more services. For example, provided the waiting room for customers, newspapers, magazines, tv facilities granted to a repair shop or beauty clinic. Chandra Super Store also have children playground facility for consumer who bring their children.
7. Safekeeping, when customers visit the service, often, they need help to bring their package. Service provider can provide storage for the goods. There is deposi box for consumer who want to commend their stuff in Chandra Super Store.
8. Exception, additional service providers are given out of the ordinary or service delivery process. In Chandra Super Store also provide delivery service especially for electronic or furniture.
2.3. 3 Characteristics of Services
The products have characteristics that are different from the goods (physical product). Kotler and Keller (2009: 39) mentions that are Intangibility, Inseparability, Variability, Perishability.
a. Intangibility
the sign or evidence of the quality of services that produced. And this can be obtained from the people, places equipment, communication tools, symbols, and the prices that they seen.
b. Inseparibility
This means that services can not be separated from the provider, the provider although humans or machine.
c. Variability
This means that the quality of service depends on who is providing time, place, and how it is provided. For example, architectural services, installation services, training services, financial services, maintenance services, and etc. d. Perishability
This means that services can not be sold or stored for later use. That is the relationship between the service provider withthe consumenti will stop if the services performed have been completed.
2.4 Store Atmosphere
2.4.1 Definition of Store Atmosphere
According to Milliman's atmosphere is a term that is used to explain our feelings towards the shopping experience which can not be seen (Hussain and
consumers' purchase intention and their decision making process (Hussain and Ali, 2015: 35).
Store atmosphere affects the emotional of buyers who causes or influence
purchase. The emotional state will create two dominant, there feelings are feelings of pleasure and arouse desire. (Sutisna and Pawitra, 2001: 201) says store
atmosphere is affective and cognitive status were understood by consumer in the store, although perhaps not fully recognized at the time of shopping. Broader definition described by Peter and Olson (1999), which explains that thestore atmosphere include things that are broad as well as the availability facility such as air conditioner (AC), store layout, colour, the use of types of carpets, carpet color, material goods storage shelves, racks and forms etc.
The concept store atmosphere is also closely related to store image. Sutisna and Pawitra (2001: 201) say store atmosphere is one component of
the store image. Various factors that combined to form the store image is the product sold, sevice in store, customer, shop as a place to
enjoy the pleasures of life, shop promotion activities , and the atmosphere of the shop. Opinion was supported by a statement Bermans and Evans
Based on the definition above according to experts, it can be concluded that the atmosphere of the shop is one of the components in a store that directly
or indirectly affect consumer convenience in shopping.
2.4.2 Element of Store Atmosphere
According to research Riaz Hussain and Mazhar Ali (2015: 36). The elements of the atmosphere of the shop is divided into seven parts, namely: cleanlines, music, scent, temperatur, lighting, color, display or l ayout.
a. Cleanliness
According Banat and Wandebori, cleanliness is the appearance of the retail chain outlet that improves the atmosphere which affects the customers feeling towards the outlet. Customers create positive or negative word of mouth about retail chain outlet by looking at the cleanliness, (Hussain and
Ali, 2015: 36). Gajanayake and Surangi states that cleanliness can improve store atmosphere (Hussain and Ali, 2015: 36). According to Wanninayake and Randiwela Cleanliness of a store creates positive impression among consumers and makes them stay longer in the store. Product display and Cleanliness are very important for the outlet selection (Hussain and
Ali, 2015: 36). According to Yun and Good, cleanliness of the outlets creates an image of comfort and luxury in the customer's mind due to which
b. Music
According to Banat and Wandebori, music can be defined as a pleasant sound
that impacts consumers’ conscious and unconscious decisions(Hussain and Ali, 2015: 36). ). Music played in retail outlet significantly impacts consumer purchase intention. Music styles and tempos deeply influence consumers in increasing sales of the retail outlets. According to Holbrook and Anan, Pleasant music is associated with longer consumption time (Hussain and Ali, 2015: 36). According to Bruner, the variety of the background music significantly impacts on the consumer perceptions and
preferences (Hussain and Ali, 2015: 36). Smith, Patricia, and Ross stated that Consumers spend less time in stores when the music is played louder as compared to soft (Hussain and Ali, 2015: 36). According to Kellaris, James and Ronald Impact of loudness on musical preference is moderated by gender, with females reacting more adversely than males to louder music (Hussain and Ali, 2015: 36). Michon and Chebat state that music generally influences positively while fast tempo music mediates influence on the
shopper’s perception of the mall(Hussain and Ali, 2015: 36). According to music has a constructive impact onthe customers’ sum of time and money spent due to good environment (Hussain and Ali, 2015: 36).
c. Scent
Ali, 2015: 36). Morrin and Ratneshwar it states that right use of scents improves evaluations of products that are unfamiliar or not well liked (Hussain and Ali, 2015: 36). Spangenberg, Sinta, Grohmann,
and Tracy argues a roma have a major impact on how customers evaluate the merchandise (Hussain and Ali, 2015: 36). According Yalch, Richard, Eric, and Spangenberg, Customers spend more time in shopping when the environment contains good music and scent (Hussain and
Ali, 2015: 36). Haberland states that selection of one scent should be preferred over multiple scents. Shoppers spend more money at the outlets with single scent compared to those consumers who are exposed to multiple fragrances (Hussain and Ali, 2015: 36). Spangenberg et. Al said the selection of scent must consider the targeted gender to make theme pleasing, so that customers spend more time and money at a retail outlet to purchase goods (Hussain and Ali, 2015: 36). Here are some scents that are considered healthy for the body: Coffee, coffee aroma even better than it tasted. Not only makes the body feel more energetic, with the smell of coffee, the fatigue was gone. Lavender flowers, this plant has long been used as one of the fragrances for aromatherapy. Lavender can calm the mind and relieve stress, especially after a long day of work. Fragrant citrus, citrus or citrus scent makes you more alert, while effective to relieve nausea,
d. Temperature
Lam stated that temperature at retail outlet is among those atmospheric variables that greatly impact the consumer purchase intention. Extreme temperature—very low or very high—creates negative feelings among customers; it leads to dissatisfaction among the customers and consequently, customers spend less time in outlet and produce negative word of mouth (Hussain and Ali, 2015: 36).
e. Lighting
According to Mehrabian and Albert lighting is used to highlight products. It creates excitement and has a positive impact on consumer purchasing behavior (Hussain and Ali, 2015: 36). Areni and Kim stated that when the lighting used in the retail chain outlets is of good color, consumers are inclined to touch products to assess quality (Hussain and
Ali, 2015: 36). Wanninayake and Randiwela saidConsumer’s choice of store is moderately influenced by the lighting and store layout (Hussainand
Ali, 2015: 36). Yoo, Park, and MacInnis stating that stores with proper lighting, music, color, scent and displays will motivate the customers to visit the store again in the future (Hussain and Ali, 2015: 36). The main purpose using bright lighting in retail stores is to grab the attention of consumers so that they start buying from the store because they feel comfortable.
f. Color
Color has great impact on the consumer’s perception about the
merchandise (Hussain and Ali, 2015: 37). Crowley argue, good color of the retail chain outletwill grab the customers’ attention and create positive perception about the merchandise (Hussain and Ali, 2015: 37). Color also can influence consumers to buy. Many people are more interested in getting into stores that predominantly red, orange and yellow (http://bisnis.liputan6.com /read/2125035/9-trik-supermarket-bikin-pembeli-jadi-boros).
g. Display or Layout
According Abratt, Ru ssell, Goodey, and Stephen, products in the retail chain outlets should be displayed in such a way that attracts the consumers. Product display in the retail outlets is a stimulus to attract the consumers to make impulse buying (Hussain and Ali, 2015: 37). Mills, Paul, and Moorman states that design and display of products in the retail chain outlets contribute one fourth sales of the outlets (Hussain and Ali, 2015: 37). According to
the Banat and Wandebori Visible can be defined as a grouping of products, shelves and floor space allocation, the allocation of departments and decorating the walls. The layout is defined as division sales area, space utilization and structuring peoduct (Hussain and Ali, 2015: 37). Ward, Bitner, and Barnes said that the display can be defined as grouping of products, shelf Space, and allocation of floor space, department allocation and wall
According to Berman and Evans (2004: 455) store atmosphere include: the outside of the store, inside the store, the layout of the room late, and interior point of interest display, will be explained further below this:
1. Exterior
Characteristics exterior has a strong image of the store, so it should be planned as best as possible. The combination of these exterior can make the outside of the store into a unique look, attractive, prominent and inviting people to come into the store. Element-exterior elements are composed of sub-elements as following:
a. Storefront
The face or front of the store include combined nameplate, entrances, and building construction. Storefront must reflect the uniqueness, stability, robustness or other things that fit the image of the store. Especially new consumer often judging from their appearance stores beforehand so that exterior is an important factor to influence the consumer's visit the store.
b. Marquee
Marquee is a mark used to display a store name
or logo. Marquee can be made by staining techniques, writing letters, or the use of fluorescent lamps. Marquee can consist of the name or logo alone, or in combination with slogan and other information. To be effective, must be placed on the
c. Entrance
The entrance must be planned as possible, so that they can
invite consumers to enter to look into shop and also reduce traffic in or out consumer to the shop.
d. Display Window
The purpose of the display window is to identify a store
with displaying items that reflect the uniqueness of the store so that it can attract consumers sign. In the display window makes this good at should be considered the size of the window, the number of items on display, color, shape, and frequency of replacement. e. Building Height and Size
May affect certain impression to the store. Such as, high ceilings store can make the room seemed more spacious.
f. Uniqueness (uniqueness)
The uniqueness of a store can be produced of the store building design and different from the other.
g. Surrounding Area
Environmental circumstances society when a store is located, may affect the image of the store. If other nearby stores have
h. Parking
The parking lot is improtant for consumers. If the parking lot is spacious, safe, and have a short distance to the shops will create a positive Atmosphere for the store.
2. General Interior
The main thing that can make sales after consumer was in the store is display. The interior design of a store should be to maximize
the visual merchandising. Display is good, that is can attract the attention of visitors and help them to be easily observed, check, and
choose products and finally make a purchase.There are many things that will affect consumer perceptions on the store. Element parliaments general interior consists of:
a. Flooring
Determining the type of flooring, size, design and floor color is very important, because consumers can develop their
perception based on what they see. b. Color and Lightening
Each store should have adequate lighting to direct or attract the consumer's attention to certain areas of store. Consumers who visit will interested in something brightest who are in their
view. lighting which both have quality and color to create
c. Scent and Sound
Not all stores provide this service, but if the service is performed will provide a more relaxed atmosphere on consumers, especially consumers who want relaxing atmosphere with eliminate
boredom, and stress while enjoying the food. d. Fixture
Choosing supporting equipment and how the placement of the table should be done with both in order to obtain results in accordance with desire. Because placement table appropriate and comfortable can create image different.
e. Wall Texture
Texture wall can cause a certain impression on consumers and be able to make wall look more attractive
f. Temperature
Manager store should regulate air temperature, so that the temperature in store not too hot or cold.
g. Width of aisles
The distance between the table and chairs must arranged in such a way that consumers feel comfortable and feel at home in the shop. h. Dead Area
i. Personnel
Polite, friendly, dressed interesting, fast, and responsive waiter to create a corporate image and consumer loyalty.
j. Price
Pricing can be imprinted on menu list given that consumers can find out the price of the food.
k. Cash Refister
The store manager had to decide the placement of the cashier locations easily accessible by consumers.
l. Technology Modernization
The store manager should be able to serve customers as
sophisticated as possible. For example in the process of payments to be made as sophisticated as possible and quickly, either
payment in cash or use other means of payment, such as credit or debit card.
m. Cleanliness
Cleanliness can be a major consideration for consumers to eat at these places.
3. Room Layout (Layout Shop)
a. Allocation of floor space for se lling, personnel, and customers. In a store, the existing space should be allocated for:
• Selling Space
Room to place and interact between the consumer and the waitresses.
• Personnel Space
Room that provided to meet the needs of a waiter as a place to rest or eat.
• Customers Space
The rooms were provided to enhance consumer convenience such as toilets, waiting room. b. Traffic Flow
Various determination of store traffic flow, namely: • Grid Layout
Fixture placement in one long main hallway. • Loop Racetrack or layout
Consists of a main aisle that starts from the entrance, surrounds the all the room, and usually circular or square, then back to the entrance.
• Spine Layout
• La yout free-flow
The simplest pattern in which the fixture and the goods are placed freely.
4. Interior Point of Interest Display
Interior point of interest display has two objectives, namely to
provide the informa to consumers and increase store atmosphere, it can increase sales and profits store.The interior point of interest
display consists of:
a. Theme Setting Display
In a particular season decoration retailers can design a store or ask a specific theme waitresses dress accordingly.
b. Wall Decoration
The room decor on the walls can be a combination of a picture or poster affixed, the color of the walls, and so on which can increase the atmosphere in a shop.
2.5 Consumer Behavior
The American Marketing Asosiation in Setiadi (2010:3) define that consumer behavior is dynamic interaction between affection and cognition, behavior and environment in which human conduct exchange activities in their lives. Based on the definition that already mentioned above we can conclude that the behavior of consumer are all activities, not the act as well as a psychological process that push such action at the time before buying, when buy, use, and spend your products and services after do the things above or evaluation activities. Based on Kotler and Armstrong (2008: 159)there are several factors that influence consumer behavior, namely:
1. Cultural factors
Cultural factors have a broad and profound influence on consumer behavior.
a. Culture, is the cause of desire and behavior of people who from the base.
b. Sub culture, each culture containing sub-culture smaller or group of people who share a value system based on life experience and common situation. Subculture include nationalities, religions, racial groups and local geography. Many sub-cultures to form a market segment that is important and marketing program that thay made to fill their needs often de
2. Social Factors
Consumer behavior is also influenced by factors such as social as small groups, families, and the role and status of social consumer.
a. Group, two or more people who has interaction to achieve personal goals or group goals. Groups that have a direct impact and the place where a person becomes a member, it called membership groups. On the contrary (opposite) or indirectly in shaping attitudes or behaviors, so marketers are always trying to identify a reference group which became the market they target.
b. The family is the most important in consumer purchasing organization in the community and have been studied
extensively. Family members may influence behavior purchase. c. Role and Status One becomes a member of many groups , namely
families, clubs and organizations. The position of a person in each group can be defined Kandala role and status. Each role carries statu s that reflect common values given to him by community. People usually choose a product that fits with the role and status.
3. Personal factors
Purchasing decisions are also influenced by the characteristics of personal include:
a. Age
b. Work
One's job affects the goods and services they
buy. Marketers identify those jobs that have interest in above average on products and services.
c. Lifestyle
A pattern of life that is expressed in the activities, interests and opinions. Lifestyle involves measuring the dimensions of a major customer AIO activities (shopping, sports, Nacarasosial),
interest (food, clothing, recreation), opinions (the problem of social, business, products).
4. Psychological factors
a. Motivation (impulse) is a necessity with strong pressure that encourages one to seek the satisfaction of the needs. b. Perception is the process by which people select, organize and
interpret information to form a picture of the world.
c. Learning is a change in the person's behavior that arises from experience.
d. Beliefs and Attitudes, belief is descriptive of one's own mind about something. Attitude is the evaluation, feeling and relatively consistent tendency of a person to an object or idea.
2.6 Repurchase Intention
desire of customers to repurchase in the future (Marpaung, 2011). Repurchase intention is a commitment to consumers that formed after the consumer purchases a product or service. This commitment arose because consumers towards a
positive impression of the brand, and consumers are satisfied with these purchases (Hicks et . Al , 2005 : 95 ). Butcher in Setyaningsih et .Al (2007 : 36 ) argues that consumer interest to purcahase is one measure of the success of a company, especially service companies. According Hellier et . Al(2003 : 1771 ) repurchase intention is a consumer's decision to re-purchase a product or service based
on what has been obtained from the same company, expenditures to acquire goods and services and there is a tendency to do on a regular basis. The accumulation of experience and knowledge of consumers towards a brand is a factor yang can influence consumers to repurchase the same brand.
With the experience that consumers get from a product with a particular brand will create a positive impression of the product and the consumer to make a purchase again (Hellier et . Al , 2003 : 1771 ). Ferdinand (2002 : 129 ) argues that there are four indicators to measure repurchase intention, namely:
• interests of transactional
Transactional interest is a person's tendency to buy product • Interests of explorative
• Interest of Prefencial
Preferential interest is intention that describes the behavior of
someone who has a primary preference on the product, this preference may change if anything happens tot he product of preference
• Interest of referential
Referential interest is a person's tendency to refenciton products to the others.
2.7 Previous Research
Table 4. Table of Previous Research No. Title Name and Years
of Research
Analysis tools Conclusion
1. Effect of Store Atmosphere on this research is to identify the impact 2. Effect of Store
Atmosphere on
To test the effect of store 3. Effect of Store
Atmosphere on
Lili Karmela & Jujun Junaedi
2.8 Framework
In the era of globalization, world trade today, there is competition in marketing of products or services. Marketing activity has a very important role in the business world, remember orientation to the consumers. The state of the business
world dynamic changes in line with changes in consumer tastes and changes in the environment and surroundings. Needs of consumers are becoming
increasingly then it make a business chance.
Currently retail stores in Bandar Lampung already in anywhere. Through these developments, it already be seen that, the price, quality and service will no longer be a primary consideration for consumers, currently atmosphere becomes
important factor, a cozy and homey atmosphere be consideration for consumers to visit a store .
Scope of Store atmosphere based on journal of Hussain and Mazhar (2015 : 36 ) is cleanliness, music, scent, temperature, lighting, color, display or layout.
a. Cleanliness
b. Music
According to Banat and Wandebori, music can be defined as a pleasant sound that impacts consumers’ conscious and unconscious decisions (Hussain and Ali, 2015: 36). ). Music played in retail outlet significantly impacts consumer purchase intention. Music styles and tempos deeply influence consumers in increasing sales of the retail outlets. According to Holbrook and Anan, Pleasant music is associated with longer consumption time (Hussain and Ali, 2015: 36). .
c. Scent
According Banat and Wandebori, presence or absence of scent in the retail chain outlets has noticeable impact on the consumer purchase intention. Scent is a pleasant fragrance that influences customer mood and emotions which make the customers stay more time and feel excited (Hussain and Ali, 2015: 36).
d. Temperature
Lam stated that temperature at retail outlet is among those atmospheric variables that greatly impact the consumer purchase intention. Extreme temperature—very low or very high—creates negative feelings among customers; it leads to dissatisfaction among the customers and
e. Lighting
According to Mehrabian and Albert lighting is used to highlight products. It creates excitement and has a positive impact on consumer purchasing behavior ( Hussain and Ali, 2015: 36).
f. Color
Banat and Wandebori stated that color builds feelings and affects
consumer behavior and attitude (Hussain and Ali, 2015: 37). According to Yuksel, Color has greatimpact on the consumer’s perception about the merchandise (Hussain and Ali, 2015: 37).
g. Display or Layout ( Display or Layout )
According Abratt, Russell, Goodey, and Stephen, products in the retail chain outlets should be displayed in such a way that attracts the
consumers. Product display in the retail outlets is a stimulus to attract the consumers to make impulse buying (Hussain and Ali, 2015: 37).
Repurchase intention is a commitment to consumers that formed after the consumer purchases a product or service. This commitment arose because
consumers towards a positive impression of the brand, and consumers are satisfied with these purchases (Hicks et . Al , 2005 : 95 ). With the experience that
consumers get from a product with a particular brand will create a positive impression of the product and the consumer to make a purchase again (Hellier et . Al , 2003 : 1771).
ongoing in the store. Furthermore Sunarto stated that the store hosted performances by retail will arouse consumer desire to come to shop and do a repeat purchase. From the above description, environmental influences repurcahse intention can be illustrated briefly that a good store atmosphere can influence consumer buying behavior.
Therefore, this study was to investigate effect of all the dimension of store atmosphere, such as Cleanliness, Music, Scent, Temperature, Lighting, color, Display or Layout.
Figure 4. Model Framework
Source : Hussain and Ali,2015 and Marpaung, 2011 X1=(Cleanliness)
X4= (Temperature) X3 =(scent)
X6= (Color)
X7= (Layout or Display) X2= (Music)
X5= (Lighting)
Y =(Re-purchase Intention) H1
H2
H3
H4
H5
2.9 Hypothesis
Based on the background, problem formulation, research objectives, and benefits of the research, the authors propose the following hypothesis:
H 1: Cleanliness influential on repurchase intention of consumers in Chandra Super Store .
H 2: Music influential on repurchase intention of consumers in Chandra Super Store.
H 3: Scent influential on repurchase intention of consumers in Chandra Super Store.
H 4: Temperature influential on repurchase intention of consumers in Chandra Super Store.
H 5: Lighting influential on repurchase intention of consumers in Chandra Super Store.
H 6: Color influential on repurchase intention of consumers in Chandra Super Store.
III.RESEARCH METHODS
3.1 Research Design
This research use verification descriptive research design with approach ex post facto and surveys. Descriptive research is research that aims to describe the circumstances or conduct object or subject of study (a person, institution, community, etc.) at the present time based on the facts . Verivication research shows looking for influence between the independent variables on the dependent variable.
Ex post facto approach is one approach that is used to collect data by taking data directly in the area of research that can describe the data of the past and the field conditions prior to the implementation of the research. Survey is the approach used to obtain the data from a particular place is natural (not artificial), but research carried out in the data collection, for example by circulating
questionnaires, tests, interviews ters structures are at, and so on. (Sugiyono, 2010: 12).
3.2 Operational Variables
that is influenced by other variables and independent variables (X), is a variable that influenced by other variables.
Table 5. Operational Variable
Variable Sub Dimension Definition Indicator Scale
Store store can create a positive impression among consumers and make them stay longer in the
store. (Riaz Hussain and Mazhar Ali (2015).
1. Cleanliness of Floor 2. Cleanliness of shelf 3. Cleanliness of store.
Likert
1. Music create a cozy atmosphere when shopping.
2. Music motivates consumers to buy more 3. Pleased environment
created
by music arouses consumers to spend more time in the store 4. Music are adequate to
make consumers comfortable.
5. Sufficient volume of music make consumers stay more
6. The background of music makes consumers feel more comfortable
Likert
3. Scent X3
Scent is a pleasant fragrance that
1. Scent in stores
encourage consumers to buy.
2. Scent in stores make consumers back to the store.
3. Scent in the store to make consumers stay
1. Temperature in stores make consumers comfortable.
Variable Sub Dimension Definition Indicator Scale time in stores. (Riaz Hussain and Mazhar Ali (2015).
convenient when shopping.
3. A good temperature makes consumers in retail stores is to grab the attention of consumers so that
1. Lighting in stores well. 2. The lighting in the
outlets is pleasing to the eyes, and makes
consumers to stay more.
3. Good color of lighting attracts consumers towards products 4. Good lighting makes
the product more visible. 5. Lighting in the stores of
products makes
consumers evaluate the quality of the product. 6. The different lighting
used in each area inside the store is important.
Likert
1. Color of floor in the stores is good.
2. Color in the stores create a positive image
3. Color in the stores made a positive perception the retail outlets is a stimulus to attract the consumers to make impulse buying (Riaz Hussain and Mazhar Ali (2015).
1. Display in the stores is interesting.
2. Display motivates consumers to look at the products more critically
3. Display motivates me to look at the products more critically. 4. The retail chain outlet
display allows me to see displayed products clearly.
5. The creative and
